According to business registration information, on February 5, Beijing Xibei Xiaoniu Catering Management Co., Ltd. underwent a commercial change, with its corporate name updated to Beijing Beiniu Catering Management Co., Ltd. Concurrently, Jia Guolong resigned from his positions as legal representative, manager, and director. He was succeeded by He Haibin. Notably, the company had just undergone a commercial change in January of this year, when Jia Guolong assumed the roles of legal representative, manager, and director. The company was established in October 2024 with a registered capital of 3 million RMB. Its business scope encompasses catering management, enterprise management, food sales, agricultural and sideline product sales, daily necessities sales, and toy sales. Shareholder information indicates that the company is 99% owned by Inner Mongolia Xibei Catering Group Co., Ltd. and 1% owned by Inner Mongolia Jia Guolong Kung Fu Food Sales Co., Ltd.
Previously, on January 27, Beijing Xibei Xiaoniu Catering Management Co., Ltd. underwent a commercial change where Ma Yan resigned as legal representative, director, and manager, and was replaced by Jia Guolong. Simultaneously, Zhang Yanhong resigned as supervisor. In a recent interview, Jia Guolong, founder of Xibei Catering Group, stated that he will return to frontline operations and focus on core business, ceasing efforts to build a personal brand. Jia Guolong admitted, "I don't think I am suited for building a personal IP. I tend to get excited easily, my expressions are too animated, which might make people think 'Old Jia is boasting again,' and it can come across as preachy. I didn't think so before, but after watching my own videos repeatedly, I realized there is indeed a strong 'fatherly tone.' I have no confidence in building a personal IP, none at all." He expressed a preference for returning to frontline work to improve services, stating, "Actually, I still have the capability to work on the front lines. I can select ingredients, compare different supply bases, choose which raw materials offer better quality at lower cost, and ultimately create excellent dishes. That is my pursuit."
Jia Guolong projected that from September 2025 to March 2026, Xibei would incur cumulative losses exceeding 600 million yuan. The company plans to close 102 stores nationwide in the first quarter, representing 30% of its total store count. It was reported that Xibei continuously issued large-value consumption vouchers last year, totaling over 300 million yuan. In a recent interview, Jia Guolong revealed that store business in January 2026 declined by 50% compared to the same period last year. Since the public debate about "pre-made dishes" between online influencer Luo Yonghao and Xibei began last September, Jia Guolong has been deeply embroiled in public controversy. Recently, the dispute flared up again due to Xibei's large-scale closure of 102 stores. Subsequently, commentary from People's Daily addressed the Xibei incident, after which the debate between Jia Guolong and Luo Yonghao gradually subsided.
Furthermore, Xibei's recent completion of a new round of financing has attracted significant attention. Business information shows that on January 20, Inner Mongolia Xibei Catering Group received Series A financing from Zhouxuan Investment, although the specific amount has not been disclosed. The company's registration information also indicates the addition of five new shareholders, including Taizhou Xinrongtai Investment Co., Ltd., Hohhot Collective Co-creation Enterprise Management Center (Limited Partnership), and Hangzhou Zhouxuan Equity Investment Management Partnership (Limited Partnership). Following the entry of the new shareholders, Xibei's registered capital increased from 89 million yuan to 102 million yuan. Industry analysts believe that although Xibei is currently facing difficulties, a turnaround is still possible, especially with the support of new capital. In his 2023 New Year address, Jia Guolong stated that Xibei planned to complete an IPO by 2026. Following the pre-made dish controversy, when asked about the listing plan, Jia Guolong told media that he had indeed considered it, but after weighing the options, his current stance is neither to reject it outright nor to pursue it actively.
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